Reese’s will be the new title sponsor of the Senior Bowl in a move that deepens the Hershey brand’s commitment to college sports. Reese’s also is an NCAA corporate partner and has several school relationships. The Reese's Senior Bowl, which is played annually in Mobile, Ala., and was first held in ‘50, went without a title sponsor the past two years. Previously, Under Armour sponsored the game as part of a five-year deal through ‘11. Reese’s deal kicks off with January’s game and runs four years at a cost in the mid-six figures annually. Hershey Dir of Promotion & Planning Drew Iddings led the negotiations on the brand side, while the Senior Bowl’s sales agency was Atlanta-based Melt. “We are confident that this partnership will continue to solidify the Reese’s brand’s leadership in collegiate athletics as well as honor student athletes who achieve success,” Iddings said. Game Exec Dir Phil Savage said he hopes the deal with Reese’s will “elevate our position in the sports business marketplace now and in the future." Reese’s will have some branding on the uniforms, in addition to the broadcast on NFL Network. Other activation elements could include point-of-purchase in retail, fan voting and NFL draft parties. The candy company's agencies, Optimum Sports and GMR Marketing, also contributed to the deal. Under Armour remains the game’s apparel sponsor.